University of South Florida (USF) M3 Publishing
Abstract
Augmented reality (AR) applications have emerged as rapidly developing technology used in both physical and online to enhance the purchase intention. However, the research on product purchase intention using AR enabled mobile applications is still inconclusive. Thus this study is an attempt to examine whether augmented reality enabled mobile applications really impact the product purchase intention of Millennials. The study employed a survey questionnaire and administered directly to the respondents to collect the primary data. The results indicate that hedonic motivation, Telepresence, perceived ease of use, and service quality are positively related to product purchase intention whereas there is no significant difference between gender in AR enabled mobile applications.
DOI
https://www.doi.org/10.5038/9781955833035
Recommended Citation
Kumar, A. (2021). Does millennial shopping orientation using augmented reality enabled mobile applications really impact product purchase intention? In C. Cobanoglu, & V. Della Corte (Eds.), Advances in global services and retail management (pp. 1–8). USF M3 Publishing. https://www.doi.org/10.5038/9781955833035
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
